Get an early look inside Apple’s newest store that’s opening in an iconic theater after a meticulous 2-year renovation effort

An evening street view of the Tower Theater Apple Store
  • Apple is opening a new retail store in downtown Los Angeles on Thursday.
  • The location is an historic theater the iPhone maker converted over a two-year period.
  • The company shared an early look of the space that will greet customers when doors open.
  • See more stories on Insider’s business page.

Apple offered an early look at its newest retail store location at the historic Tower Theater in downtown Los Angeles before it opens to the public on Thursday.

The project was first announced almost two years ago, and the renovation involved manually removing layers of paint and delicately restoring architectural features that are nearly a century old.

“At every corner, Los Angeles bursts with creativity across the arts, music, and entertainment, and we are thrilled to build on our relationship with this special city,” Apple’s senior vice president of Retail + People, Deirdre O’Brien said in a statement. “Apple Tower Theatre honors the rich history and legacy of this entertainment capital.”

First opened in 1927, the Tower Theater was the first to offer such modern features as motion pictures with sound, and “manufactured weather,” also known as air conditioning.

Archival and current views of the Tower Theater Apple Store

Renowned motion-picture theater architect S. Charles Lee designed the space, including several cinematic and classically inspired flourishes.

The proscenium at the Tower Theater Apple Store

The theater closed in 1988 and was largely unused apart from serving as a set for films like Coyote Ugly and The Gangster Squad.

An exterior view of the Tower Theater Apple Store

Source: Los Angeles Theatres

The theater’s original seats were removed for one production years ago, and now the main floor is home to Apple’s latest gadgets.

The main floor of the Tower Theater Apple Store


The design team used techniques like laser modeling and forensic paint analysis to document and restore every inch of the building.

A worker restoring an architectural feature for the Tower Theater Apple Store

Each pane of stained glass and every crystal of the chandelier was individually removed and cleaned before being reassembled.

A stained glass window and a chandelier at the Tower Theater Apple Store

A presentation screen in the event area is reminiscent of the theater’s original function…

The event area at the Tower Theater Apple Store

…and the upper balcony now serves as a Genius Bar for personalized help.

A view of the genius bar area at the Tower Theater Apple Store

Apple declined to share the total cost of the project, but several other theater renovations easily topped $30 million.

The grand staircase in the lobby of the Tower Theater Apple Store

The store opens to customers at 10am on Thursday, June 24.

Retail workers on the sales floor at the Tower Theater Apple Store
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